| fullrecord |
[{"key": "dc.contributor.advisor", "value": "Niininen, Outi", "language": null, "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Vaahersalo, Annina", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2025-06-23T07:23:53Z", "language": null, "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2025-06-23T07:23:53Z", "language": null, "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2025", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/103849", "language": null, "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "Organisaation tulee toimialasta riippumatta varautua edelleen koventuvaan kilpailuun, huolimatta vakiintuneimmastakin markkina-asemasta ymp\u00e4rist\u00f6ss\u00e4, jossa kilpaillaan asiakkaan huomiosta. T\u00e4ss\u00e4 pro gradu -tutkielmassa keskityt\u00e4\u00e4n siihen, kuinka visuaalisuus pystyt\u00e4\u00e4n valjastamaan kilpailukykyisen markkinointiviestinn\u00e4n perustaksi.\n Visuaalisuudella on merkitt\u00e4v\u00e4 rooli huomion her\u00e4tt\u00e4misess\u00e4 ja ostok\u00e4ytt\u00e4ytymisen muokkaamisessa haluttuun suuntaan. T\u00e4ss\u00e4 tutkielmassa pyrit\u00e4\u00e4n l\u00f6yt\u00e4m\u00e4\u00e4n vastaus siihen, kuinka visuaalisuus huomioidaan br\u00e4nd\u00e4ys- tai uudelleenbr\u00e4nd\u00e4ysprosessissa sek\u00e4 kuinka visuaalisuuden johdonmukainen toisto mahdollistetaan tapauskohtaisesti sovellettavissa markkinointiviestint\u00e4kanavissa. Teoreettinen viitekehys toteutettiin tarkastelemalla br\u00e4nd\u00e4yst\u00e4, visuaalista br\u00e4nd\u00e4yst\u00e4, ja sen my\u00f6t\u00e4 visuaalisen identiteetin suunnitteluprosessia. Teoreettisessa viitekehyksess\u00e4 k\u00e4siteltiin my\u00f6s markkinointiviestint\u00e4\u00e4. Tutkimuksen oletuksena oli, ett\u00e4 visuaalisuus edist\u00e4\u00e4 kilpailukyky\u00e4, mik\u00e4li br\u00e4ndi onnistuu muotoilemaan kilpailuetunsa visuaaliseen muotoon ja soveltamaan sit\u00e4 onnistuneesti organisaation m\u00e4\u00e4ritt\u00e4miss\u00e4 markkinointiviestinn\u00e4n kanavissa johdonmukaisesti. \n Aineisto ker\u00e4ttiin asiantuntijahaastatteluilla markkinointiviestint\u00e4\u00e4n keskittyvist\u00e4 yrityksist\u00e4 sek\u00e4 br\u00e4ndikirjojen ja graafisten ohjeiden sis\u00e4ll\u00f6n analyysilla. Haastatteluihin osallistui yhdeks\u00e4n henkil\u00f6\u00e4, joilla oli kokemusta mainos- tai markkinointitoimistossa ty\u00f6skentelyst\u00e4 ja /tai soveltuva korkeakoulututkinto. Haastateltavat ty\u00f6skenteliv\u00e4t luovan johtajan tai toimitusjohtajan roolissa tutkimuksen toteuttamishetkell\u00e4. Ohjeistot perustuivat tosiel\u00e4m\u00e4n toimeksiantoihin, joissa haastateltavat ovat olleet mukana. Tuloksista kerrytettiin kattavaa ymm\u00e4rryst\u00e4 visuaalisen viestinn\u00e4n ja markkinointiviestinn\u00e4n v\u00e4limaastosta, joita ei ole aiemmassa tutkimuksessa yhdistetty n\u00e4in laajassa kontekstissa.", "language": "fi", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2025-06-23T07:23:53Z\nNo. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2025-06-23T07:23:53Z (GMT). No. of bitstreams: 0", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "98", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "fin", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "CC BY 4.0", "language": null, "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "Br\u00e4ndi-identiteetin visuaalisuus kilpailukykyisen markkinointiviestinn\u00e4n perustana", "language": null, "element": "title", "qualifier": null, "schema": "dc"}, {"key": "dc.type", "value": "master thesis", "language": null, "element": "type", "qualifier": null, "schema": "dc"}, {"key": "dc.identifier.urn", "value": "URN:NBN:fi:jyu-202506235620", "language": null, "element": "identifier", "qualifier": "urn", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4n yliopiston kauppakorkeakoulu", "language": "fi", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.faculty", "value": "Jyv\u00e4skyl\u00e4 University School of Business and Economics", "language": "en", "element": "contributor", "qualifier": "faculty", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.type.coar", "value": "http://purl.org/coar/resource_type/c_bdcc", "language": null, "element": "type", "qualifier": "coar", "schema": "dc"}, {"key": "dc.rights.copyright", "value": "\u00a9 The Author(s)", "language": null, "element": "rights", "qualifier": "copyright", "schema": "dc"}, {"key": "dc.rights.accesslevel", "value": "openAccess", "language": null, "element": "rights", "qualifier": "accesslevel", "schema": "dc"}, {"key": "dc.type.publication", "value": "masterThesis", "language": null, "element": "type", "qualifier": "publication", "schema": "dc"}, {"key": "dc.format.content", "value": "fulltext", "language": null, "element": "format", "qualifier": "content", "schema": "dc"}, {"key": "dc.rights.url", "value": "https://creativecommons.org/licenses/by/4.0/", "language": null, "element": "rights", "qualifier": "url", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "ei tietoa saavutettavuudesta", "language": "fi", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}, {"key": "dc.description.accessibilityfeature", "value": "unknown accessibility", "language": "en", "element": "description", "qualifier": "accessibilityfeature", "schema": "dc"}]
|